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RATTI GROUP | SUSTAINABILITY REPORT 2021

to weaving and hemming, as having obtained Ratti’s commitment to smart
RCS certification for articles in wool and for communication
new compositions, FSC certification for forest In addition, Ratti has invested heavily in itself,
stewardship for a number of viscose articles convinced as it is that clear and transparent
and, at the start of 2021, GRS certification and communication is one of the keys to
OCS certification (see Chapter 3, paragraph 3.2 guaranteeing the success of the business.
“A commitment anchored in the most advanced In particular, marketing and communication
standards”). policy at Group level is oriented towards
implementing digital assets and launching
In addition the report also covered the 2ndLife new platforms supported by omnichannel
project (see Chapter 4, paragraph 4.3 “The communicational channels.
circular economy for Ratti”) and it underlines In such an environment three working
Ratti’s participation in the SMART4CPPS project. guidelines can be identified:
The latter sees different research organisations,
such as Milan Politecnico, University of Bergamo 1. Adapting our product offer to the needs
and University of Brescia, committed to building of the market and requesting greater
digital models in support of sustainability digitalisation in terms of both offer and
programmes. process;

2. Supporting the opening of new pathways for
innovative business models;
Second Life: a success
which speaks of sustainability 3. Working towards the digital literacy of the
staff within the company, particularly in the
During April 2021, Ratti decided to give greater visibility to the company’s sales function.
sustainability projects: Second Life Print, Second Life Fibers and Second Life Hydro.
This was done by creating an ad hoc social editorial plan for a whole week, fully During 2021 all digital marketing and
centred on Second Life projects. communication activities followed a precise
strategy aimed at following these guidelines.
The results achieved were surprising given that, in just a single week, Ratti recorded
an increase of +47.6% in interactions on social media, an increase of +200% in With regard to social channels, the Ratti Group
interactions with stories, a rise of +95.5% in visits to the company’s profile and growth
has two different brands: Ratti and Carnet. The
of +95.6% in hits on the company’s website.
editorial policies for both brands are continually
reviewed and, within these, ample space is
A success that was completely green, given that sustainability was at the forefront.
dedicated to sustainability, which is now seen as
a key asset for the growth and innovation of the
company.

In order to increase contact with foreign
customers for the fabric brand African Wax,
in May 2021 Ratti launched a brandstore on
Alibaba.com, the e-commerce platform which
was set up for B2B and which has become a
giant of the internal market.
In addition, to increase sales on the Amazon
marketplace, on which Ratti has been present
since 2020 with an offer of fabric wax, there have
been a number of implementation activities.
These currently allow Ratti to reach a wider part
of the international market in a way which is not
only easier and more immediate, but also more
innovative and sustainable, making it possible to
shorten the distances from the furtherest away
customers and reduce the number of foreign
trips made by sales representatives.

Finally, in order to increase its visibility and
brand awareness in the Chinese market, Ratti

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